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Abstract

To explore the structure of place image, this study maps consumer respondents’ mental schemata of place-related associations. An Integrated Schema of Place Image is developed through a process of categorizing and coding verbatim responses collected through a survey of Canadian consumers, to capture their Tourism Destination Image (TDI) and General Country Image (GCI) of the U.S. In the respondent’s mind, the U.S. image is most strongly associated with Country Characteristics (30% of responses), notably place names (e.g. New York). Canadians tend to associate country characteristics strongly with TDI, and also moderately with GCI. This suggests that change of the perceived overall characteristics of the U.S. could significantly influence both its GCI and TDI.

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To explore the structure of place image, this study maps consumer respondents’ mental schemata of place-related associations. An Integrated Schema of Place Image is developed through a process of categorizing and coding verbatim responses collected through a survey of Canadian consumers, to capture their Tourism Destination Image (TDI) and General Country Image (GCI) of the U.S. In the respondent’s mind, the U.S. image is most strongly associated with Country Characteristics (30% of responses), notably place names (e.g. New York). Canadians tend to associate country characteristics strongly with TDI, and also moderately with GCI. This suggests that change of the perceived overall characteristics of the U.S. could significantly influence both its GCI and TDI.